Remote vs in-person user interviews: pros, cons, and when to use each

Before 2020, most product teams defaulted to in-person user interviews. Then the pandemic forced everyone remote. Now that we have a choice again, the question isn’t “which is better?” it is “which is better for this research study?” Both methods have trade-offs. Remote interviews are faster and cheaper but miss contextual insights. In-person interviews are richer but expensive and slow. The best researchers know when to use each.

This article breaks down the real differences, helps you choose the right method, and shows you how to excel at both.

The big picture: what’s different?

Remote interviews

What they are: Video calls (Zoom, Google Meet, Microsoft Teams) from participants’ locations

Best for:

• Quick validation studies
• Geographically dispersed participants
• B2B interviews with busy professionals
• Budget-constrained research
  Platforms like Google Meet are a budget friendly option for teams looking to minimize costs.
• Early-stage discovery

In-person interviews

What they are: Face-to-face meetings, typically at the participant’s location or yours

Best for:

• Contextual research (seeing their environment)
• Physical product testing
• Observing workflows in natural settings
• Deep ethnographic research
• Building strong rapport for sensitive topics

Participant recruitment: finding the right users

Participant recruitment is the foundation of any successful user research project. The quality of your user interviews and the insights you gain, depend on finding the right participants who truly represent your target audience. Whether you’re running remote or in-person interviews, effective participant recruitment ensures your research study captures a diverse range of users, their pain points, and their real-world behaviors.

A thoughtful recruitment process helps you source qualified participants who can provide valuable insights into your product ideas, user needs, and everyday challenges. By including a mix of backgrounds, experiences, and perspectives, you’ll uncover richer insights that drive better product decisions and UX improvements. Remember, the goal isn’t just to fill interview slots, it’s to connect with participants who can help you understand your users and create products that genuinely solve their problems.

Recruiting for remote interviews

When it comes to remote interviews, participant recruitment is more scalable and flexible than ever. Online user interview tools and platforms—like Contentsquare Interviews, User Interviews, and other insights platforms—make it easy to reach a large pool of potential participants from around the world. These user interview tools often include built-in features for participant recruitment, scheduling, and incentive management, streamlining the entire process for researchers.

Remote interviews allow you to tap into your own users or recruit from a diverse range of participants across different time zones, industries, and demographics. This flexibility means you can gather insights from users who might otherwise be inaccessible for in-person research. By leveraging online recruitment methods, you can quickly source participants who match your research criteria, ensuring your interviews yield relevant and actionable insights. Plus, with the ability to run remote user interviews at scale, you can iterate faster and include a broader spectrum of user perspectives in your research.

Recruiting for in-person interviews

Recruiting for in-person interviews often requires a more hands-on approach. Traditional methods like flyers, local advertising, and partnerships with community organizations or businesses can help you connect with your target audience for face-to-face interviews. In-person interviews are especially valuable when you need to observe non-verbal cues, such as body language and facial expressions or when your research involves usability tests, diary studies, or card sorting activities that benefit from direct interaction.

Person interviews are ideal for research studies that require a personal touch, such as exploring sensitive topics or testing physical products. By meeting participants in their own environment, researchers can watch users navigate real-world scenarios, capture subtle insights, and better understand the context behind their behaviors. In-person recruitment may take more effort, but it pays off when your research goals demand deep, nuanced understanding that only face-to-face interviews can provide.

Remote interviews: pros and cons

Advantages of remote interviews

1. Speed and scale

Recruit and interview faster.

• No travel time means you can do 3-4 interviews per day
• Easier to find participants (no location constraints)
• Can interview people across time zones in the same week

Remote methods also enable large scale studies by allowing researchers to reach more participants in less time.

Example: Need to interview 10 users?

• Remote: Done in 1 week
• In-person: Takes 3-4 weeks (travel, scheduling, coordination)

Additionally, analysis tools can help automate data collection and analysis, making it easier to handle the extensive data generated from large scale studies.

2. Lower cost

Significantly cheaper recruiting can be achieved by following effective strategies for recruiting participants for user research studies.

Cost comparison (10 participants):

Remote:

• Participant incentives: $750 (10 × $75)
• Tools: $50 (Zoom subscription, Calendly)
• Total: $800

Some remote interview tools also offer a free plan, allowing teams to start research without upfront costs and upgrade as their needs grow.

In-person:

• Participant incentives: $1,000 (10 × $100, higher for in-person)
• Travel: $2,000-5,000 (flights, hotels, meals for 5-7 days)
• Venue: $500 (if not at their location)
• Total: $3,500-6,500

Remote is 4-8x cheaper.

3. Easier logistics

Less coordination required.

• No venue booking
• No travel scheduling
• Calendly handles scheduling. Integration with Google Calendar streamlines appointment management for both researchers and participants.
• Recording is automatic (Zoom, etc.)
• Easy to include team observers (muted, cameras off)

4. Recording quality

Better video and audio.

• Many remote interview platforms offer built-in recording, making it easy to capture and review sessions
• Easy to share clips with team
• Transcription services (CleverX) work seamlessly
• Can record screen shares for usability tests

5. Participants are more comfortable

In their natural environment.

• Less intimidating than meeting a stranger
• Can interview during work hours (no commute)
• More candid in familiar spaces. Participants can share feedback based on their everyday life, making insights more relatable.
• Easier to recruit (lower friction)

Remote interviews often lead to higher participation rates because of the increased convenience and flexibility for users.

Disadvantages of remote interviews

1. Miss contextual insights

You don’t see their environment.

Example: Interviewing a teacher about educational software remotely, you miss:

• Their cluttered classroom setup
• How they juggle multiple devices
• The chaos of 30 students
• The posters and materials around them

These environmental cues reveal needs that words don’t capture.

2. Harder to build deep rapport

Video calls feel transactional. For an alternative that enables meaningful connections and rapid access to specialized knowledge, consider learning about what an expert network is and how it works.

• Lacks the warmth of face-to-face
• Screen fatigue is real (they’re on Zoom all day)
• Harder to read subtle body language
• More formal energy

Result: Harder to get truly vulnerable, honest answers on sensitive topics.

3. Technical issues

Technology can fail.

• Internet cuts out
• Audio problems
• Screen share doesn’t work
• Participant doesn’t know how to use Zoom. In these cases, participants can often switch to a mobile device if they encounter technical issues on their computer.
• Can’t demo physical products

You lose 5-10 minutes troubleshooting in 20% of interviews. If recruiting the right research participants is also a challenge, CleverX can help you instantly find and recruit world-class industry experts and consultants.

4. Distractions

Home environment = interruptions.

• Kids walking in
• Pets making noise
• Doorbell ringing
• They’re checking Slack/email

Harder to get undivided attention. For tips on defining research focus, see this methodology guide on research problem formulation.

5. Can’t observe natural behavior

Limited to what they show you.

You can ask them to screen share, but you can’t:

• Walk through their office and see their setup
• Watch them use your product in context
• Observe micro-behaviors and workflows
• See the tools and artifacts around them

In-person interviews: pros and cons

Advantages of in-person interviews

1. Rich contextual data

See their world.

Example: Interviewing a chef about kitchen management software

Remote: They describe their workflow verbally
In-person: You see:

• The chaotic kitchen during service
• How many screens they’re checking
• Where they keep printed orders
• How the team communicates
• The physical constraints of their space

This context reveals problems they can’t articulate.

2. Deeper rapport and trust

Face-to-face builds connection.

• Warmer, more human interaction
• Easier to build trust for sensitive topics
• Better reading of body language
• More natural conversation flow
• Participants open up more

For emotional or personal topics, in-person wins.

3. Observation of natural behavior

See how they actually work.

Instead of asking “How do you use X?”, you watch them use X in their natural environment.

Ethnographic gold:

• Workarounds they’ve forgotten about
• Micro-interactions they can’t describe
• Tools and materials they use
• Environmental constraints

Observing real users in their actual environment provides genuine insights into their workflows and challenges.

4. No technical barriers

Zero technology friction.

• No internet issues
• No screen sharing problems
• Can demo physical products
• Can watch them interact with objects
• Works for low-tech users

5. Full attention

They’re fully present.

• No Slack notifications
• No multitasking
• Clearer beginning and end
• They’ve carved out time specifically for you

Disadvantages of in-person interviews

1. Expensive

Significantly higher costs.

See cost breakdown above—typically 4-8x more expensive than remote due to travel, lodging, and time.

2. Time-consuming

Takes much longer.

• Travel time (days instead of hours)
• Scheduling is harder (coordinate locations and times)
• Can’t do as many interviews per day (travel between locations)

10 interviews:

• Remote: 1 week
• In-person: 3-4 weeks

3. Geographic limitations

Limited participant pool.

You can only interview people:

• In your city
• Or where you can afford to travel
• Who are willing to host you

This limits diversity and scale.

4. Harder logistics

More coordination required.

• Book venues or coordinate locations
• Travel planning
• Parking/transportation
• Safety considerations (especially for home visits)
• Weather delays

5. Intimidation factor

Participants may be nervous.

• Meeting a stranger feels higher stakes
• Their environment is on display
• More pressure to “perform”
• Can affect authenticity of responses

When to use remote interviews

Choose remote for:

Remote methods offer flexibility and scalability for a variety of research needs.

• Interviewing participants who are geographically dispersed or difficult to reach in person.
• Reducing travel costs and logistical challenges.
• Allowing participants to join from the comfort of their own environment, which can lead to more natural responses.
• Conducting research on a tight timeline or with limited resources.

The selected points explain when remote user interviews are most effective:

1. Early-stage discovery and validation: Remote interviews provide fast, broad feedback on initial product concepts, feature ideas, and market pain points, enabling quick validation without needing deep contextual understanding.
2. Geographically distributed users: When your target audience is spread across cities, countries, or rural areas, remote interviews make it feasible to include diverse participants without costly travel.
3. B2B research with busy professionals: Executives and other busy professionals are more likely to accept short video calls like Zoom meetings than commit to lengthy in-person sessions, making remote interviews more practical.
4. Digital product usability testing: Remote sessions allow you to observe users interacting with digital products through screen sharing, facilitating usability tests of web apps, mobile apps, and websites from anywhere.
5. Budget or time constraints: Remote interviews are significantly cheaper and faster, fitting well within limited budgets or tight timelines, especially when travel or venue costs are prohibitive.

When to use in-person interviews

Choose in-person for:

When you need to observe body language, build rapport, or gather deep qualitative insights, in-person interviews are ideal. In-person methods like focus groups are also valuable for collecting qualitative insights through group discussions, allowing for dynamic interaction and immediate feedback. This approach is especially useful when the research requires hands-on activities, product testing, or when the context of use is important.

1. Contextual/ethnographic research

Understanding:

• How people work in their environment
• Physical workflows and spaces
• Tools and materials they use
• Environmental constraints

Examples:

• Nurses using medical software in hospitals
• Chefs using kitchen management tools
• Teachers using edtech in classrooms
• Construction workers using planning tools on sites

Why in-person wins: Context is the insight.

2. Physical product testing

Testing:

• Hardware devices
• Physical products
• Packaging
• Retail experiences

Why in-person wins: You need to observe them holding, using, and reacting to the physical object.

3. Sensitive or emotional topics

Researching:

• Healthcare decisions
• Financial hardship
• Personal relationships
• Mental health
• Anything requiring vulnerability

Why in-person wins: Trust and rapport are critical. Video calls feel too transactional.

4. Low-tech users or elderly participants

Your users:

• Don’t use video calls regularly
• Are uncomfortable with technology
• Are elderly or have accessibility needs

Why in-person wins: Removes technical barriers and intimidation.

5. Deep ethnographic studies

Long-term research where you need: see research job opportunities.

• Multiple hours with participants
• Deep understanding of their world
• Observation over time

Examples:

• Following a doctor through their day
• Spending time in a warehouse
• Shadowing a sales team

Why in-person wins: You can’t get ethnographic depth remotely.

Hybrid approach: getting the best of both

Don’t pick one forever. Mix methods strategically.

Hybrid approaches allow teams to combine qualitative research with broader validation methods, providing comprehensive insights that inform better UX design decisions.

The research sandwich

Phase 1: Remote discovery (5-8 participants)

• Understand the problem space
• Identify key segments
• Validate assumptions
• Fast and cheap

Phase 2: In-person deep-dive (3-4 participants)

• Visit most interesting segments
• Observe in context
• Understand environment
• Rich qualitative insights

Phase 3: Remote validation (10+ participants)

• Test solutions with broader audience
• Validate what you learned in Phase 2
• Quick iteration

Total: 18-22 participants, mix of methods, best insights at reasonable cost.

Industry examples

Airbnb: See how expert networks drive innovation in product development for companies like Airbnb.

• Remote for host interviews (global)
• In-person for guest home visits (contextual)

Stripe:

• Remote for developer interviews (distributed globally)
• In-person for strategic enterprise customer visits

Your approach should match your research questions.

How to excel at remote interviews

Best practices

1. Test tech beforehand

• Send test Zoom link 24 hours ahead
• Have backup plans (phone call if internet fails)

2. Optimize your setup

• Good lighting (face the window or use ring light)
• Clear audio (external mic helps)
• Neutral background or blur
• Make eye contact (look at camera, not screen)

3. Combat Zoom fatigue

• Limit to 45 minutes max
• Schedule breaks in longer sessions
• Start with small talk (build rapport)

4. Screen sharing tips

• Test in advance
• Ask them to close other tabs (privacy)
• Guide them through setup if needed

5. Bring remote energy

• Smile more (compensates for screen distance)
• Nod actively (shows you’re listening)
• Lean forward (engagement)
• Use more vocal encouragement (“Mm-hmm,” “Tell me more”)
• Compensate participants for their valuable time

Tools for remote research

User interview tools and online user interview tools are comprehensive platforms designed to streamline remote research. These platforms facilitate every stage of the research process, from participant recruitment and scheduling to conducting, recording, and analyzing interviews. An insights platform serves as an all-in-one solution, offering usability testing, user interviews, and automated analysis to help researchers gain valuable user insights. Many of these platforms support both moderated interviews and moderated user interviews, enabling live, structured sessions with real-time interaction between researchers and participants. Researchers can efficiently conduct interviews, observe how users interact with products, and gather insights through features like automated recording and transcription. Other tools, such as heatmaps, surveys, and journey analytics, are often integrated to provide a more comprehensive UX research experience. The availability of unmoderated tests allows for gathering insights at scale, while tree testing is supported by some platforms for information architecture assessment. A streamlined research process is crucial for obtaining actionable insights and improving product development.

• Video: Zoom, Google Meet, Microsoft Teams
• Recording: Built-in or Otter.ai, Fireflies
• Screen sharing: Built into video tools
• Scheduling: Calendly
• Whiteboarding: Miro, FigJam (for collaborative exercises)
• Key features: Market Research KPIs: Performance Metrics Guide, Research design fundamentals, participant recruitment, scheduling, built-in recording, transcription, and collaboration tools

How to excel at in-person interviews

Best practices

1. Visit them, don’t host

• Go to their environment (home, office, etc.)
• You’ll see their context
• They’re more comfortable

2. Bring supplies

• Note-taking materials
• Recording device with backup batteries
• Consent forms
• Incentive (cash or gift card)

3. Observe before asking

• Take 5 minutes to look around
• Notice their setup, tools, materials
• Ask about what you see

4. Request a tour

• “Can you show me around?”
• “Where do you typically do [task]?”
• Physical tour reveals insights

5. Watch them do the thing

• “Can you show me how you do [X]?”
• Observe, don’t just ask
• Note workarounds and hacks

Safety Considerations

When visiting homes/offices:

• Meet in public/professional spaces when possible
• Tell someone where you’re going
• Share interview schedule with colleague
• Trust your instincts (reschedule if uncomfortable)
• Offer video as alternative

For hosting at your office:

• Choose neutral meeting rooms
• Avoid intimidating spaces (big conference rooms)
• Offer refreshments
• Make exits clear

Cost-Benefit Analysis

When to Justify In-Person Costs

In-person is worth it when:

1. Context is critical to understanding the problem
2. Physical products need testing
3. Your product budget is $500K+ (research should be ~1-2%)
4. One in-person visit can replace 10 remote interviews
5. Mistakes would be more expensive than recruiting the right participants for research

Example: Building hospital software?

• Cost of in-person: $5,000 for 5 contextual interviews
• Cost of building wrong feature: $200,000 in eng time + lost deals
• ROI: 40x

When Remote is the Better Choice

Remote makes sense when:

1. Speed matters (need insights this week)
2. Budget is tight (<$5K total)
3. Users are geographically dispersed
4. Context isn’t critical
5. Digital product testing

Decision Framework: Remote vs In-Person

Use this to decide:

Choose REMOTE if 3+ apply:

• Digital product only
• Users are geographically dispersed
• Budget < $5K
• Timeline < 2 weeks
• Early-stage validation
• B2B professional audience

Choose IN-PERSON if 3+ apply:

• Context is critical to insights
• Physical product testing
• Sensitive/emotional topic
• Users in one location
• Budget > $10K
• Ethnographic deep-dive
• Users are low-tech or elderly

Can’t decide? Start remote. Add in-person later if needed.

The Future: Mixed Reality Research?

Emerging tools:

• VR interviews (Spatial, Horizon Workrooms)
• AR prototyping (show 3D models in their space)
• 360° video tours of participant environments

Not quite ready for mainstream research, but interesting to watch.

Conclusion: Choose the Right Tool for the Job

Remote vs in-person isn’t a religious debate. It’s a strategic choice based on:

• Your research questions
• Your timeline
• Your budget
• Your product type
• Your participants

Most teams should do both:

• Remote for speed, scale, and validation
• In-person for depth, context, and exploration

The best product teams are methodologically flexible. They use whichever method gets them the insights they need, when they need them.

‍